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by George Matthew
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A website should be effectively able to communicate what it stands for to others. A nicely designed user interface can help with that and cement your USP.
A good user experience can make the case for marketing and selling a product. It portrays the details of what the user wants and needs from the site. And visual elements can sell the features well.
Here are five elements that help you communicate your value proposition clearly and sell more.
This is the first aspect of your visual strategy.
Video content is a huge factor in website design and its importance only keeps growing. Statistics point to how people are watching more video content and how and why you should include video to engage with more people.
Video attracts as many as thrice the number of visitors to a site. Someone will spend 88% more time on a site with video content than one without. According to Systeme, landing pages with videos have higher conversions.
A video is an effective tool that helps the audience remember the message of the site. People tend to retain more information when they watch a video. Comparatively, a blog post doesn’t help much with information retention.
A video generates much higher rates of engagement, retention, and action. A video can make the user experience for a visitor richer and smoother.
These days, it’s easier than ever to create and edit your video with the help of an online video editor, which helps you edit professional videos that look good on any platform, including your website.
We have all been to boring or plain ugly websites. Sometimes it’s the design of the website that tells you to go with something else. Other times it is the choice of colors.
However, not everyone views color the same way, and colors often bring out different emotions in different people, depending on their demographics, gender, and social conditioning.
Colors can trigger emotions, help you tide over anxiety, help you become creative, and motivate action.
That’s why color palettes are an integral aspect of good UX.
Orange or red are thought of as warm colors that can trigger actions. Green and blue are calmer colors that promote peace.
Gray is a neutral color meaning any website can use it effectively. I have seen predominantly grey and white on websites for hospitals or for healthcare websites.
A palette’s first purpose is to prevent the viewer from getting distracted from the core purpose of the site which is the content on the page. If you can keep your visitor reading the content for longer, you can drive conversions.
You also want to tie the color choices used on your website with your overall branding. Take Jobber’s Landscaper Salary Guide as an example. As you scroll down the page, you’re continuously greeted with their brand colors in everything from the stats, the map, and the graph.
Interactive elements on your site can draw engagement from visitors. Most website builders have options to add interactive elements.
Have you ever noticed the dinosaur game that starts when you’re offline on a Google search page? Google knows that you’re miffed at not being able to search for what you want and wants to keep you on the page.
This it does by giving you a game that engages you, they keep you on the page until the internet connection comes back.
I’ve seen multiple sites use interactive calculators on their sites. Think of it this way. You sell paint. If you have an interactive calculator on the site that helps people get an estimate of the amount of paint they need and calculate the costs for painting a room or house, they can contact you when they’re ready.
Sephora uses an interactive makeup tool that lets visitors virtually try on makeup and see how they look with the makeup. If they are happy with what they see, they buy Sephora’s products. Interactive elements are a huge engagement magnet. The only major downside is designing effective interactive elements isn’t easy and inexpensive.
If you pull this off, it creates great engagement and even better UX.
Use interactive elements to improve engagement and give users a bigger goal they can relate to. Interactive elements range from pop-ups to gamified forms or even highlighting words as people hover their mouse over them.
These design elements improve engagement on a website. You can also use website visitor tracking to track people who come to your site and target them with ads later. Interactive elements aren’t just great for your blog but for collecting visual feedback as well.
Use great content in combination with great images. Internet users love images. And on blog posts images can help drive a point home. Sites that include images can get 650% higher engagement than sites that work with textual content alone.
Instagram, Pinterest, and Facebook are full of images from different people enabled by endless scrolling. Videos and images are what keep on Facebook and other social media sites for longer.
Images aid effective storytelling. Use images that you post to social media and other places to effectively tell a story about your product. Don’t simply post product photos. Post photos of people engaging with the product by wearing, drinking, or doing something else with the product.Use photo editing online tools to enhance your images and make them look their best. With a little bit of effort, you can create some truly eye-catching photos that will help sell your product.
Drive information with your photos. Some go ahead and post entire infographics like HiverHQ did for their article on Why Gmail Turning 15 is a big Deal?
You need to showcase photos in interesting ways and promote them in a fun manner. This helps drive conversions.
Social media platforms have affected consumer behavior.
Since people spend a considerable amount of time on social media, most of them discover and buy products on these channels. Just like having a website, running a social media profile is a must these days. If you have a social media presence and you want to convert website visitors into paying customers, include social media icons on your website.
Not only does it help you convert visitors into leads and customers, but it also helps to boost your social media presence. After all, modern shoppers buy on channels they use daily, so when they know how to get in touch with your brand on social media, they are more likely to follow your business profile, learn more about your products or services, and make a purchase.
What do you think of the ideas suggested in the post? Do let us know in the comments below.
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